KUALA LUMPUR: Being honest and open with customers at every stage of the car servicing process will aid in customer retention and win more business for automotive companies, says Institute of Motor Industry (IMI).
The professional body for individuals working in the automotive retail industry also urges automakers and their authorised service centers to convey their ability to provide a positive service experience for customers by making it publicly known that they have internationally qualified technicians and customer service advisors.
According to the J.D. Power Asia Pacific 2015 Malaysia Customer Service Index (CSI) Study, Malaysian vehicle owners are expecting more out of their dealer service experience, but authorized service centers are finding it a challenge to meet expectations.
“In today’s highly competitive automotive market, providing exceptional service epitomised by professionalism is the key differentiator for automotive companies if they want to retain customers and win new business,” said IMI South-East Asia senior manager Matthew Stuart.
“In addition to communicating with customers during the servicing process, automotive companies and the service centres should also explain to customers what it means to have IMI-accredited technicians and customer service advisors attending to their needs.”
He said IMI-trained and qualified technicians and service advisors could serve as an endorsement for car companies and relaying this to customers can provide them with the assurance that they are being attended to by competent workers.
One of IMI’s approved centres is Bermaz Motor Sdn Bhd, the distributor of Mazda vehicles in Malaysia. The company has been given the highest rank in the J.D. Power 2015 Malaysia Customer Service Index (CSI). The study reveals that Mazda service centres perform well in the service initiation and service quality factors.
“The IMI has been collaborating with Bermaz to upskill its employees since 2012. Last year, 153 Bermaz technicians were awarded with the internationally recognized Level One to Level Three in Light Vehicle Maintenance and Repair. A further 12 individuals in Bermaz were also given the opportunity to study the IMI Diploma in Automotive Retail Management Level Four, to ensure that management level customer-facing employees are also able to offer world-class customer service,” said Stuart.
Keyword: Here's a tip from IMI on how to retain customers and drive profits